What can B2B learn from B2C?

B2B-learn-B2C

B2B-learn-B2C

The pandemic has increased the volume of e-commerce. The boost was driven by the entry of new consumers into the digital market, personalized experiences and greater convenience for customers during the purchasing journey. As a result, in 2020, there was a 41% increase in online sales, according to a report by Webshoppers from Ebit|Nielsen and Bexs Banc.

No B2C (Business to Consumer), the customer's (end consumer) purchasing experience has become increasingly important for sales success.

In e-commerce, for example, the search for agility in the delivery of purchases and for personalized service in era of robots has accelerated competition between companies. Proof of this is the beginning of delivery tests using drones. According to a global study by McKinsey consulting, carried out in March 2021, Brazil is the second country most interested in drone deliveries, second only to India.

But it’s not enough to just arrive at the customer’s home first: they need to be delighted with the entire purchasing journey, from searching for the product to after-sales service. And to achieve these goals, technology, artificial intelligence and robotics have been companies’ greatest allies.

Investment in innovations, humanizing the use of technology and increasingly personalized service are some B2C trends that can be transformed into B2B (Business to Business).

Below, check out the main B2C trends that can inspire B2B businesses:

1. User Experience (UX)

Purchasing decisions in the B2B market are rarely made in a short period of time. Customers are looking for products with specific functions, which requires finding a wider range of information, in addition to cost estimates, since each purchase will have long-term implications.

In general, customers do not just want a one-time purchase, but to find partner suppliers, which requires an experience with support, follow-up and future suggestions.

One tool for understanding these needs is the B2B persona, which provides a detailed consumer profile. The description should answer questions such as: which companies consume your brand? What are their interests? What is the profile of the professionals involved in the purchase? What are their preferences? And what content do they interact with?

Based on this survey, it will be possible to develop a UX (User Experience) design that leads the customer to the simplest and most assertive decision. On B2B websites, it is essential to present material that represents the company to potential customers.

O Electronic Market, a specialist in B2B commerce, has a team of UX experts, responsible for implementing new features and fostering more and more business between suppliers and buyers.

Also read our article on the subject: B2B customer experience is also present in B2B e-commerce.

2. Control the purchasing journey

Decisions are always made by people, whether in the B2C or B2B market. People make decisions based on needs, information and recommendations. Therefore, it is necessary to understand and direct the purchasing journey.

A study conducted by the Nielsen Norman Group consultancy firm showed that, during this journey, customers want to learn about product details, such as specifications, prices, availability and recommendations from other buyers. Everything needs to be accessible to create a connection.

This information is sought on the company's websites, as well as on portals that gather user reviews. Hence the importance of acting to maintain a good reputation.

3. Market trends

The B2B market is going through a process of digital transformation, necessary for companies to remain competitive. Although changes do not keep pace with B2C, there are a number of trends that are driving B2B developments.

Investment in humanizing care even with the use of artificial intelligence, care with data protection, extraction of insights at each stage of the purchasing journey, as well as digitizing and automating manual processes are some examples.

4. Communication and relationship strategies

Even though it involves two companies, the B2B market establishes a relationship between seller and customer, therefore, two people. They are all consumers, who alternate between using products for personal or professional purposes. In this way, communication strategies and relationship can be the same as B2C, as long as they are adapted to the target audience.

There are some peculiarities. While B2C customers develop emotional relationships with the brand, B2B customers are guided by reason. Therefore, the credibility of the information and services provided is what will favor a lasting relationship.

The idea is to engage in dialogue with the buyer, especially through content. In B2B, the Branding is as important as in B2C as a way of making the brand known, promoting its values. Having a presence on social media and investing in storytelling are good ways to highlight your brand.

5. Winning over and retaining the target audience

After establishing a relationship with customers, it is essential to cultivate this connection. Keeping up with new needs, offering solutions and avoiding noise in the supply of products that are not aligned with the company's requirements are important steps.

Just like B2C brands, B2B companies need to monitor all processes of the purchasing journey, from decision-making to after-sales.

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